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Brands & Merch
Henley Business School to throw spotlight on brand music partnerships
By CMU Editorial | Published on Tuesday 26 June 2012
The people behind the previously reported new music industry focused MBA course at the Henley Business School will this week stage the first of what are planned to be quarterly “business engagement seminars”, bringing together practitioners to focus on a different area of the music business. The first seminar will focus on brand music partnerships, and will be led by Will Higham from consumer research consultancy Next Big Thing.
Explaining why such partnerships are becoming ever more important, Higham told CMU: “Brands and music are two of the biggest purchase drivers in the world. Brands drive 20% of purchase decision and up to 80% of company value. Meanwhile over half of all Britons claim to be passionate about music and three quarters claim it can have a positive impact on purchase choice. But the negative impact of a weak economy and new technologies means both now need to drive greater revenue levels and streams. Combining two such enormous purchase drivers can offer a solution”.
He continues: “Brands bring reach and scale, music brings credibility and content. The future lies in combining them. And not just in traditional areas such as synch and sponsorship, but in new areas such as discovery platforms, apps, promo product placement and creating social glue”.
Representatives of brand partnership agencies Vision Artists and Capitalise will join artist manager Jonathan Shalit and AEG Live’s Peter Palmer among the line-up of experts to share their viewpoints with a delegation of brand and music industry professionals at the seminar event, being held in Henley on Thursday morning. The new MBA course will begin at the Business School in September.
